Luxury & Clienteling
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Project studying on the theme Luxury and clienteling, proposed by Alexandra Lion, Gloria Sadiki and Marine Laurenson. Within the framework of Brand Management's class taught by Audrey Kabla in Master 1 Luxury Brand Communication at Sup de Pub.
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Luxury & Clienteling
- 1. Alexandra Lion Gloria Sadiki Marine Laurenson LUXURY & CLIENTLELING
- 3. PROBLEM How can Luxury brands optimize their in-store client experiences?
- 4. CONTEXT Beyond products and services of luxury, the cliente- ling and its emotional, relational and human dimen- sions are really important in the luxury. Luxury houses have to adapt their speech, as well as their products and services according to the expectations of their clients to satisfy them on the functional, human and relational drawing. The desire of luxury goods or brands must be lived as a social, relational hedonist, cultural, human, unique experience and especially in coherence with the va- lues and the standards of the clients. The luxury clientele does not only buy luxury brands, it also produce meanings which emerge in the va- rious luxury experiences lived in store, at their home, but also on-line on sites.
- 5. 01 02 TRENDS Optimisation of client service with a best inventory management With a large distribution network and wide range of products, the inventory management has to be really efficient. It is allowed thanks to the RFID chip (Radio Frequency IDentification) which is a traceability system that permits to quickly identify & authenticate a product. You can track the articles since the output of factory to the sale in shops by using radio vibes to transmit informations. It makes the reception & the inventory in shops quickly and more secured. So it improves the clienteling because it’s more efficient. Ultra-personalization thanks to 3D technology Luxury clients are looking for personalized services that will provide them the most incredible experience. Thanks to 3D technology, each client will be able to personalize the product he chose according to his tastes. Moreover, he will be treated depending on his physical features measured precisely. 3D is a great opportunity to create unique pieces and meet the require- ments of prestigious brand because of the precision of technology. Recently the brand « My tailor is free » proposed tailor-made suits thanks to 3D. The machine created an avatar of the client and then he can personalize his shirt or costume (choice of fabric, buttons, cut…)
- 6. 04 06 03 Improving the experience in the fitting rooms We know that purchasers of luxury goods are looking for items that are well made, made to last and that they want to learn how they were created. By finding an original way to explain or show the way differents luxury items are developed we can ensure that the clients will leave the store not only with their luxury goods but also with an added value that is knowledge. By using this technology a brand or a luxury house will do more than showcasing the product and will use the in-store environment to fo- cus more on the clients. The use of technology will enhance the dis- covery process, and improve the way clients browse and shop. Optimising the time spent in the fitting rooms Luxury brands are very competitve when it comes to the in-store ex- perience, using VIP treatment to instil loyalty. In fact, this level of ser- vice means that many struggle to replicate this online. So the aim is to fuse the best of both worlds, using technology to create an immersive and digitally-driven experience. The fitting-room technology in particular could be the catalyst for a boost in sales, if clients are for example requesting additional items thanks to the new technology added in the fiting rooms. 05 A «universe» boutique stimulating senses A boutique thought as a museum with a strong architectural identity, a visual, tactile, olfactive experience … A universe with a team which welcomes the client,and which knows the history of every client thanks to their CRM. This boutique puts forward the know-how, the creativity of the brand. It is the clienteling which awakens all the senses. Infact, we can see that during the exhibition of Christian Dior in Les Arts Décoratifs de Paris, they show the know-how of an artisan, doing in live leather bags. Moreover, some boutique shows the know-how of their perfumes, like Guerlain in St Honoré street. Personal shopper in store, an important service Informed and passionate of the last trends of magazines and fashion shows, personal shopper has an international fashion. It is the fashio- nable job in the biggest capitals of the world especially in the depar- tement store. He is connected to the current news of luxury fashion and knows also the essential basic items of wardrobes. For a perfect client experience, he shares and accompanies each of his client in a memorable experience. To bring a service of Personal Shopper to their client, is to integrate the attitudes, the behavior, to offer them client-made advice in adequacy with their personality.
- 7. BRAND Founded in 1946 by the designer Christian Dior, it is the most famous fashion house in the world. It belongs to the LVMH group. The target of Dior renew his offer by modernizing it and it express his value of creativity and innovation. Since the brand is a part from LVMH groups, sales has increased. Moreover, their experience client is enough perfomant. However, we decided to choose this brand because we want to improve, as much as the brand can, the sales.
- 8. RECOMMENDATIONS Optimisation of client service with a best inventory management Dior should equip his products with RFID chips to manage his stocks. Thus sellers will in- form instantaneously their clients of the availa- bility of products. Sellers can know when they have products or when they need to order new ones. By having an effective management of products and reliable information, Dior will provide a powerful clienteling. This technolo- gy also allows to fight against counterfeiting so it permits to certify the product is a real of the brand and to preserve the brand image. Ultra-personalization thanks to 3D technology Clients will enter in the Dior universe and cos- tumize the product they desires. They can change the color or the material. They can also experience the body scanner in the shops that will help them to choose their articles. The client has to put his arms in the air and hori- zontally on a platform that turn around him. In 20 seconds, the machine will determinate the measurements of the client and clients will re- ceive an information sheet with his data.It scans the body in 3D with millimeter wave technolo- gy. This waves bounce on the humidity of skin through the clothes.Thus, sellers can advise and orientate clients towards products that will fit him. Clients will feel valued and have a good impression of the brand. Improving the experience in the fitting rooms Showing the item in an original way : By using a RFID chip placed in the sewing of the item, the mirrors will recognize the pro- duct and it will launch a video that will pre- sent how the item was displayed during the fashion show, how it was made, and other de- tails about it.
- 9. Optimising the time spent in the fitting rooms Using new technology : Smart mirrors : Each store will have smart mir- rors in fitting rooms, allowing shoppers to browse for other sizes or products that might complement whatever they’re trying on. The smart mirrors will also use the RFID chip tech- nology The two innovations linked to the experience in the changing rooms should be combined so that the results will be better for the brand and especially for the clients. A «boutique museum» By creating universe boutique, or a special area in store to show the know-how, the histo- ry of the brand, the experience client willl be improve. Showing in live or with video the know-how of an artisan will impress and awaken the senses of the client. The boutique thought as a mu- seum has to work on a strong architectural identity, a visual, tactile, olfactive experience... To impress and to push the client to come back to discover another know-how, the brand should sometimes (not too frequently) change the artisan. An artisan showing how to make leither bags, shoes... Personal shopper in store, a client-made service As we know, human service is the most impor- tant in the client experience. Personal shopper permit to help the client to wear something adapted to his personality, also his morpho- logy. However, this service must not be imposed by the personal shoper, but suggest to the client. Some client, prefer to do their shopping by themselves. This service permit as well to increase the sales by having a perfomant experience client. Per- sonal shoper has to be seen as an help and support for the client who in general appre- ciates advices by profesional. In a boutique, the personal shoper can be re- quested for a special event like a cocktail par- ty, a fashion event, a private event... or just to renew the wardrobe of a client.
- 10. OPERATIONAL MARKETING The service In a boutique of Christian Dior Couture, we will create a special area that will be like a museum and show the know-how, and the history of the brand and artisans. All the senses of the clients will be wake. View: By having a space dedicated to show the know-how of the artisan, clients will discover how the brand are making the bags, or shoes... It will not be the same artisan all the time. While artisan will do the conception, soemonelse will present his work. Clients will see the noble materials used, smell the leither. Moreover, we want to have a partnership with the Christian Dior museum. The boutique will borrow a unique piece from the museum (not always the same piece). Client will re-discover the boutique as a museum, they will learn about the history of the brands, the values and know-how. They will be impressed by this new concept, so the clienteling will be improved. Smell: The perfume of Christian Dior are using flower from Grasse, so we want to have 5 differents types of flower. It will also be a part of the visual aspect of the museum area in the boutique. Moreover, we want to show the first perfumes of Christian Dior, so there will be a little exhibi- tion. Clients will be impress to see a new concept inside the boutique. Taste: Human dimension is the most important in the clienteling, so sales assistant will offer the tra- ditional and timeless coffee. Moreover, to remind the noble flowers that Christian Dior use, we will offer 5 differents type of tea made with the flower aroma. Touch: There will be different noble material that the brand use, clients can touch and discover them. Heard: When clients will enter in the boutique they will be welcomed with a ambiance musique, we will not listen an agressive and loud music. We want to make the client feel at ease.
- 11. The place The new concept of a «museum boutique» will be in the famous boutique in Montaigne avenue in Paris, the city of luxury. The promotion To promote the concept the brand will do advertising on press magazine, like Elle. Moreover, Public Relation will be used, it is important to inform editors and influencers about the new concept of the boutique. Press released and press kit will be sent to diffe- rent fashion luxury magazine. A launching event will be created, editors and influencers will be invited to discover the new concept. The price The concept will use partnership with the museum and the manufactory where the per- fume are created. The price will depend on the set up of the «museum area». Moreover, the price will depend of promotion of this concept, it will include an event and advertising in press magazine.